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Revenue Intelligence
How RevOps Manages the Customer Journey

The Customer Journey Through a RevOps Lens


Imagine you're a hotshot salesperson, and you've just landed a new client. You're excited to work with them, and you want to make sure you do everything possible to keep them happy and keep the sales pipeline full.

Now imagine that you're the RevOps team for that client. Just like the salesperson, your goal is to keep the customer journey moving forward and ensure that they have a positive experience with your company.

In this article, we'll take a look at each stage of the customer journey and explain how the RevOps team contributes to it. We'll also discuss some of the challenges that RevOps teams face when it comes to managing the customer journey.

What is the Customer Journey from a RevOps Perspective?


When you're walking down the street and an unmarked van pulls up alongside you, the last thing you want is for the men inside to start asking about your day-to-day activities. It's pretty much the same when you're a customer and your journey is being tracked by teams within RevOps.

You see, RevOps is responsible for reshaping the culture of revenue growth and uniting all teams involved in the customer journey. This means that from marketing and sales to customer success and product, RevOps has a finger on the pulse of your entire customer experience.

Of course, this can be a good thing—after all, most people prefer to be blissfully ignorant of how much their activity is being monitored. But it can also lead to some unwanted encounters, like when your sales rep starts calling you non-stop after seeing that you opened an email from your competitor.

Collecting Leads and Lead Scoring


When you're looking to score leads, you first need to know your ideal prospect. What are their demographics? What are their interests? What is their income level?

Revenue Operations helps answer all of these questions and more. Using an effective lead scoring system, which helps sales teams prioritize leads and marketing teams focus their razzle-dazzling efforts, is a key part of the RevOps playbook.

This is typically accomplished using lead management software like Salesforce or HubSpot. These tools help keep all your leads in one place and give each team updated information on each prospect's contact history, interests, and more.

Marketing Automation and Opportunity Management


When you're looking to grow your business, it's important to have a RevOps team in place to manage the customer journey. On top of all the lead management excitement going on, the RevOps team is responsible for aligning all the teams involved in the next stages of customer journey—from marketing and sales operations, to customer success and billing.

But don't worry, RevOps doesn't have to be an intimidating behemoth of a department. It may not even be department at all. In fact, many businesses' RevOps strategy as it pertains to opportunity management is to use marketing automation software like Pardot and Marketo to manage leads through each stage of the sales funnel. This helps nurture leads and turn them into paying customers.

Contracts and Pricing


When it comes to your revenue, the RevOps team is the gatekeeper. They are responsible for ensuring the contracts you sign are fair to both you and the customer, and that the pricing model is applied fairly. They also work to ensure that your marketing automation efforts are paying off by scoring leads and passing them on to the sales team at the opportune time.

In short, the RevOps team is responsible for making sure your business is in the best possible position to close deals and acquire new customers. More sales equals more revenue—that's RevOps, baby!

Accounts Management and Billing


A key aspect of success in the RevOps customer journey is retaining customers through a solid accounts management strategy. It's much cheaper to retain existing customers than to gain new ones. Remember, RevOps isn't just about funnelling in new sources of revenue—it's also concerned with keeping existing revenue streams flowing.

Conclusion


From the time a lead is collected to the time an account is billed, RevOps is managing the customer journey. They are responsible for routing leads, scoring opportunities, automating marketing processes, and managing contracts and pricing.

While it may seem like a lot of responsibility, RevOps has the tools and systems in place to make sure each stage of the customer journey is handled smoothly and efficiently.

By Phil Gray

Philip Gray is the COO of Black and White Zebra, a digital publishing and tech company. He hails from rainy Glasgow, Scotland transplanted in not quite as rainy Vancouver, BC, Canada. With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. His love for data and all things revenue operations landed him this role as resident big brain for the RevOpsTeam. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.

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